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It’s Not Enough To Be Good

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Community organisations, just like for-profit entities, must actively protect their reputation. Not-for-profit organisations largely spend their time, and resources, “doing good”. It’s easy to think they have less of a need to invest in protecting their reputation when the public feeling toward them is generally favourable. Community organisations consistently rank higher [1] on reputation measures than Australian corporations, even compared with the strongest and most trusted corporate brands like Qantas. Not-for-profit organisations largely spend their time, and resources, “doing good”.…